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The level of trust users have in your brand’s expertise is an important component when vying for that #1 spot, but Google has been ambiguous about what E-A-T (expertise-authoritativeness-trustworthiness) actually is, and how it plays into your SERP rankings. In today’s episode of Whiteboard Friday, Lily Ray discusses the ways in which you can prove that all important “E” – expertise. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi, there. My name is Lily Ray, and today we're going to be talking about E-A-T — expertise, authoritativeness, and trustworthiness. We're particularly going to be focusing on the E component, expertise.  What is E-A-T? So just to take a step back, E-A-T stands for expertise, authoritativeness, and trustworthiness. It comes directly from Google's Quality Rater Guidelines , which is a document that they use to train human search quality evaluators that they use to conduct tests tho...

The level of trust users have in your brand’s expertise is an important component when vying for that #1 spot, but Google has been ambiguous about what E-A-T (expertise-authoritativeness-trustworthiness) actually is, and how it plays into your SERP rankings. In today’s episode of Whiteboard Friday, Lily Ray discusses the ways in which you can prove that all important “E” – expertise. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi, there. My name is Lily Ray, and today we're going to be talking about E-A-T — expertise, authoritativeness, and trustworthiness. We're particularly going to be focusing on the E component, expertise.  What is E-A-T? So just to take a step back, E-A-T stands for expertise, authoritativeness, and trustworthiness. It comes directly from Google's Quality Rater Guidelines , which is a document that they use to train human search quality evaluators that they use to conduct tests tho...

Is it testworthy, or is it untestworthy? There’s a fine line between optimizations and experiments. Testing something is an exercise in curiosity, whereas optimizing a thing is an act of certainty. If we know the outcome of a given activity before we perform that activity, we’re in optimization territory. For example, if you’ve discovered a load of orphaned pages, then the act of internally linking to those pages is highly likely to result in a positive outcome. We can deem this scenario, “untestworthy” (yes, I know that’s actually a word). But, as we’ll discuss here, SEO includes a vast array of activities where the outcomes of our work are either uncertain or difficult to predict. Think about the last time you experienced a site migration. Were you certain that the new site would perform better than the original? This might be a scenario that we’ll deem, “testworthy.” In short, a testworthy activity is one where we don’t know the ending until we measure our outcomes with data. M...

Is it testworthy, or is it untestworthy? There’s a fine line between optimizations and experiments. Testing something is an exercise in curiosity, whereas optimizing a thing is an act of certainty. If we know the outcome of a given activity before we perform that activity, we’re in optimization territory. For example, if you’ve discovered a load of orphaned pages, then the act of internally linking to those pages is highly likely to result in a positive outcome. We can deem this scenario, “untestworthy” (yes, I know that’s actually a word). But, as we’ll discuss here, SEO includes a vast array of activities where the outcomes of our work are either uncertain or difficult to predict. Think about the last time you experienced a site migration. Were you certain that the new site would perform better than the original? This might be a scenario that we’ll deem, “testworthy.” In short, a testworthy activity is one where we don’t know the ending until we measure our outcomes with data. M...

Google Business Profile is both a free tool and a suite of interfaces that encompasses a dashboard, in-SERP editing, local business profiles, and a volunteer-driven support forum with this branding. Google Business Profiles and the associated Google Maps make up the core of Google’s free local search marketing options for eligible local businesses. Today, we’re doing foundational learning! Share this simple, comprehensive article with incoming clients and team members to get off on the right foot with this important local business digital asset. An introduction to the basics of Google Business Profiles First, let’s get on the same page regarding what Google Business Profiles (formerly Google My Business) are and how to be part of it. What is Google Business Profile? Google Business Profile (GBP) is the branding of a multi-layered platform that enables you to submit information about local businesses, to manage interactive features like reviews and questions, and to publish a varie...